Health insurance is changing fast, and Capital BlueCross decided it needed a new look to reflect that.

“Capital BlueCross’ new logo -- with a contemporary, personable, appealing design -- represents our innovative approach to engaging consumers, as well as the bright future we look forward to with our customers, partners and the community as we continue to fulfill our mission of improving health in central Pennsylvania and the Lehigh Valley,” said Gary D. St. Hilaire, CEO of the Susquehanna Twp.-based health insurer.

The 75-year-old company unveiled the new logo Tuesday.

While the market is evolving, Capital's essential mission will remain the same, he said.

“This is a truly transformative time in health care,” St. Hilaire said in a news release. “No matter how one may feel about health care reform, our industry is changing and Capital BlueCross is leading that change. People are becoming involved in their health care like never before and we are providing tools, resources and innovative technology that are shaping a new kind of health insurance experience.”

Capital's main service area extends from the State College area through the Harrisburg region and into the Lehigh Valley.

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